April 27, 2015 |
Style.com is going from online publishing to e-commerce. Conde Nast has announced that the website will be the home of the mass media company’s new e-commerce business. Soon you’ll be going to the website to look at shoes not shows. But where will you go for runway reviews? Well, to newsite.10magazine.com of course [insert winking face emoji] or, for a Conde Nast take on the shows, to Voguerunway.com. Jonathan Newhouse, chairman and chief executive of Condé Nast International explained the decision.“The audience of our magazines and websites around the globe comes to more than 300 million, a huge base of support with whom we already have an active relationship. Our potential customer base is far higher than any fashion e-commerce business currently operating and will give Style.com an enormous advantage over its competitors.” So basically, Style.com has a lot of visitors and these visitors are potential customers. It’s interesting how the line between fashion publishing and fashion retail is becoming more and more blurred, with e-commerce sites like Net-a-Porter and ASOS launching publications and online publishers like SHOWstudio and now Conde Nast launching online boutiques on their sites. Both parties are capitalising on the fact that readers of fashion magazine and buyers of fashion brands are, quite commonly, one of the same.
By Ted Stansfield
